FOR RETAILERS

Retail Media Is Growing. Advertiser Confidence Isn't Keeping Pace.

Retail media is your fastest-growing revenue stream, but only if your advertisers (supplier partners) believe in what you're building. Voice of Retail Media gives you the intelligence to earn their trust, prove your value, and unlock greater investment.

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THE CHALLENGE

Retail Media is Booming. Advertiser Confidence is Not.

Retail media is projected to reach $175 billion globally by 2028, making it one of the fastest-growing investment areas in consumer goods. Retailers everywhere are racing to claim their share. But a significant gap is emerging between the retail media networks being built and the confidence their advertisers actually have in them.

23%

of retailers currently share real-time campaign data with their advertisers (supplier partners)

134%

projected increase in the use of retail media channels by advertisers through 2028

THE SOLUTION

Hear What Your Advertisers Really Think of You

Voice of Retail Media is a benchmarking intelligence program that captures the real-time sentiment of your advertisers (supplier partners) about your retail media network. Built on AGI's proprietary research methodology, it gives you the structured feedback and competitive context you need to act (not just react).

Voice of Retail Media answers the questions that matter most to your retail media business:

How do your advertisers rate the ROI of your retail media offerings?
Where do you stand against competing retail media networks?
Which gaps in transparency, data or execution are limiting advertiser investment?
What would convince your advertisers to invest more?

HOW IT WORKS

Short, Frequent Check-Ins. Continuous, Actionable Intelligence.

Voice of Retail Media is designed to fit inside how your business already runs, not add to the overhead. Through brief, structured surveys with your supplier partners, we surface the insights that matter and deliver them in a format your team can act on immediately.

Survey

We conduct structured surveys with your advertiser base, collecting feedback on ROI perception, campaign transparency, data quality, and media package accessibility. Surveys are designed to be quick and high-completion.

Benchmark

Your results are benchmarked against our global dataset, including comments from suppliers and retailers across 40+ countries. You see not just where you stand, but how you compare to the best-in-class retail media networks.

Insights & Action Plan

We translate the data into prioritized recommendations. You leave each cycle knowing exactly where to invest to increase advertiser confidence, which gaps are most at risk, and what your top advertisers want to see more of.

PROGRAM OPTIONS

Build Advertiser Confidence in Your Retail Media Network

AGI offers two supplier listening models to help retailers understand advertiser confidence, benchmark performance, and unlock the investment that drives retail media growth.

Consumer scanning smartphone at retail display showing buy more save more promotion with CPG product categories

Voice of Retail Media

Track advertiser sentiment on your retail media network through short, frequent check-ins. Voice of Retail Media captures real-time feedback from your advertiser (supplier) base on ROI, transparency, execution, and data quality, so your team always knows where confidence is strong, where it's slipping, and what to do about it.

Retail media analytics dashboard with ROAS and campaign metrics — Advantage Group International intelligence platform

Retail Media Global Benchmark

Benchmark your retail media performance against a competitive set and an all-industry standard, so you can see where you lead, where you lag, and how you are trending over time. The Retail Media Global Benchmark turns advertiser feedback into actionable priorities your team can execute on. AGI manages the full program end-to-end, from design to execution.

THE AGI DIFFERENCE

Gain Clear Visibility Into Retail Media Performance

Voice of Retail Media measures advertiser satisfaction and investment decisions across four key pillars: Partnership, Execution, Impact, and Investment. Each pillar maps to specific, competency-based measures, giving retailers precise, actionable feedback rather than broad impressions.

Retail Media Scorecard showing advertiser-rated performance across four pillars: Partnership, Execution, Impact, and Investment.

WHAT YOU GET

Make Retail Media a Measurable Growth Driver

Retail media growth depends on advertiser confidence. When suppliers question returns, execution, or performance visibility, investment slows. AGI's Voice of Retail Media gives retailers an honest, advertiser’s perspective, and the insights to unlock incremental investment.

TOUCH

Understand How Advertisers See Your Retail Media Network

Get a clear, unbiased view of how advertisers experience your retail media offer, covering partnership, execution, impact, and investment (not just internal signals).

TOUCH

Identify What Drives Incremental Investment

Know exactly which capabilities and service improvements will have the greatest impact on advertiser spend, so you can prioritise effort and resources more effectively.

TOUCH

Demonstrate Commitment to Advertisers

Conducting an independent benchmark signals to advertisers that you take their experience seriously, building trust and reinforcing your position as a credible retail media partner they rely on.

TOUCH

Establish a Performance Baseline

Establish a Performance Baseline Set a clear baseline for retail media performance, enabling your team to monitor improvements, hold teams accountable, and objectively measure the impact of changes over time.

TESTIMONIAL

In Our Client's Own Words

Advantage Group’s Retail Media Benchmark gave us an external perspective that challenged our assumptions and sharpened our priorities. The insights have been invaluable in helping us strengthen our offering and accelerate our retail media growth.

Yeliz Yahşi BilgiçRetail Media General Manager, A101

WHO IT'S FOR

Designed for Retailers Serious About Retail Media Growth

Voice of Retail Media is built for:

Retail media network leaders responsible for advertiser revenue and platform growth
Marketing and shopper experience teams looking to deepen advertiser partnerships
Category and trade teams seeking to better align supplier investment with retailer priorities
C-suite leaders who need a clear, defensible picture of their retail media competitive position

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Frequently Asked Questions

Common questions from retailers considering our Voice of Retail Media supplier listening program:

Does Voice of Retail Media survey cover all aspects of retail media, or only certain types of services?

The survey is designed to cover the full scope of a retailer's retail media offer. Respondents rate each retailer's platform based on their own experience with it — so whether a retail media proposition is broad or more focused, the survey adapts naturally to reflect that reality.

How is this solution different from the retail media feedback included in a Voice of Supplier program?

Voice of Supplier programs typically include one question on the overall effectiveness of retail media. The Retail Media Global Benchmark goes significantly further — evaluating four specific pillars of performance: Partnership, Execution, Impact, and Investment. It also uses a broader, more global competitive benchmark set and targets a respondent community of retail media practitioners and decision-makers, rather than general account contacts.

How do you ensure the right people are completing the survey?

Identifying the right respondents is essential to the quality and relevance of the results. AGI works closely with each retail partner to build and validate the contact list before fieldwork begins, ensuring feedback comes from people with direct experience of the retail media platform being assessed. These respondents are typically distinct from those participating in annual Voice of Supplier programs.

Can retail media agencies commission the program as well as retailers?

Yes. The program is available to both retailers and their retail media agencies — for example, a retailer's in-house or affiliated media business. Regardless of who commissions the program, AGI ensures the relevant retailer remains informed and aligned throughout the process.

Who are the typical survey participants?

Survey participants are professionals with direct experience of the retail media platform being assessed. Key functions typically include: Brand, Category, Central Insights/CMI, eCommerce, Innovation/NPD, National Accounts, and Shopper Marketing. This respondent profile is intentionally different from those who participate in the annual Advantage Report.

Retail Media Is Growing. Advertiser Confidence Isn't Keeping Pace.

Retail Media is Booming. Advertiser Confidence is Not.

23%

134%

Hear What Your Advertisers Really Think of You

Short, Frequent Check-Ins. Continuous, Actionable Intelligence.

Build Advertiser Confidence in Your Retail Media Network

Gain Clear Visibility Into Retail Media Performance

Make Retail Media a Measurable Growth Driver

In Our Client's Own Words

Designed for Retailers Serious About Retail Media Growth

Frequently Asked Questions

From Advertiser Insight to Retail Media Growth